Note: This is a monthly feature published by ChannelAdvisor highlighting the Same Store Sales (SSS) across our wide range of thousands of retailers and billions in GMV. Details on the SSS including background, methodology, disclaimers and the 2016 schedule can be found in this post.
February 2016 y/y SSS Results
First, it’s important to note that February 2016 is a leap year which means we have an extra day this year vs. a year ago. While this may not seem like a big deal, in e-commerce an extra day in a month can add ~3.5% extra transactional volume to that month. In SSS terms, it can make a relatively big difference. To adjust for leap year, we first present the data ‘without adjustment’ (Feb 1-28 2015 vs. Feb 1-29 2016) and then we provide an adjustment where we take the extra day out (Feb 1-28 2015 vs. Feb 1-28 2016) to illustrate the difference the one day in leap year makes in the world of e-commerce.
Here are the ChannelAdvisor SSS results for February 2016:
- Amazon – Amazon’s February SSS came in at 16.6%, a decrease compared to January’s 17.8% and essentially ‘in-line’ with the 15% e-commerce growth rate.
- eBay – eBay’s February SSS came in at 9.5%, an increase from January’s 4.0% but still below the e-commerce growth rate of 15.0% as predicted by comScore. Further in the report, we have details of the eBay internals.
- Other 3PM -Non eBay and Amazon marketplaces for February came in at 34.7%, an increase from January’s 24.1%.
- Google Shopping/PLA – GS came in at 35.4% y/y growth for February, an increase from January’s 32.9%. Google Shopping details are provided later in the report.
- CSE – Comparison Shopping Engines came in at 17.1% for February, an increase from January’s 6.3%. CSEs increased due to the strong showing in Google Shopping for February. Details on PLA/Google Shopping are provided later in the report.
- Search – Search (Google AdWords and Bing/Yahoo! AdCenter) came in at negative 13.2% for February, an increase from January’s negative 13.6%. We provide more search details later in the report.
Leap Year Adjustment
Here is a table that adjusts for the Leap Year extra day:
- eBay had a 4.2% benefit from Leap Year.
- Amazon had a 4.4% benefit from Leap Year.
- Search had a 4% benefit from Leap Year.
- CSE had a 4.9% benefit from Leap Year.
- Other 3PMs had a 5.2% benefit from Leap Year.
- Google Shopping had a 2.6% benefit from Leap Year.
Next year, we will also make an adjustment as we will have the opposite problem – 28 days compared to 29.
The following chart details the SSS data for February 2015 through February 2016: (click to enlarge.)
eBay’s SSS for February was 9.5%. To get a feel for what drove the marketplace’s performance, here are the interior data points for the month:
- eBay auctions – February’s eBay auction SSS were negative 15.7% y/y, a slight improvement compared to January’s negative 26.6%.
- eBay fixed-price – Came in at 4.1% y/y in February – up from January’s 3.4%.
- eBay Motors (parts and accessories) – P+A bucked the trend of other eBay components and came in well ahead of e-commerce for February at 22.1% up significantly when compared to January’s 12.2%. eBay Motors P+A continued to be the bright spot in the eBay SSS results, growing fastest of all the eBay components and in-line with e-commerce.
Here are the TTM (trailing twelve month) trends on these eBay internals. (click to enlarge)
We watch two Amazon internal data points around FBA adoption and FBA/off-Amazon trends:
- Percent FBA – This measures the % of Amazon GMV through the ChannelAdvisor system that was fulfilled through FBA and tracks it on a y/y basis. For February 2016, 38.3% of Amazon GMV was FBA. That was up 30.8% from a year ago, February 2015, where 32.1% of the SSS GMV was FBA.
- % FBA non Amazon – Here we look at the total bucket of FBA-driven GMV and look at the % that was not fulfilled for Amazon sales (website, other 3PMs, Search, CSE, etc.). A year ago in February 2015, 2.5% was non-Amazon fulfilled. Then in February 2016, we saw this grow 4.2% y/y to 2.6%.
Supplemental data for Search
Here are the February Search internals: (click to enlarge)
Note: These are all y/y SSS comparisons (February 2015 vs. February 2016).
Clicks (a measure of volume) were up 4.1% and cost was up 5.6% due to the increase in clicks and an increase in CPCs of 1.4%. Orders were up only 0.6% due to a decrease of 3.3% in Conversion Rate (CR) to 3.22%. AOV decreased 5.6% y/y to $140.97.
Supplemental data for Google Shopping
Here is the February 2016 Google Shopping/Product Listing Ad supplemental data:
Overall, Google Shopping/PLA for February came in up 35.4% y/y. The conversion rate was down this month y/y declining 20.8% from 2.78% (Feb 15) to 2.20% (Feb 16). AOV increased 4.2% from $102.86 a year ago to $107.19 in 2016.
February continued the trends we saw in January with with all channels but Amazon accelerating m/m even when you take out the benefit of the extra Leap Year day. We saw Google Shopping/PLA, Other 3PM, Amazon, CSE and eBay P+A meeting or exceeding the ~15% comScore e-commerce growth rate baseline, while eBay and Search grew slower than the baseline.
This blog post was written by Scot Wingo, Executive Chairman and Founder, ChannelAdvisor.